Category Analysis & Benchmark

 

Category Analysis & Benchmark, or CAB, is an Underscore strategic planning input tool dedicated to optimizing your search campaigns. Conducting a CAB is the quickest way for your organization to understand your search engine optimization and search engine marketing needs and gain a comprehensive search strategy designed for your success in the channel. With a CAB, you receive the certainty of a proven strategic roadmap to help optimize your website.

RESIZED CAB MacBook-Clay-White-Frontal-F

Key Benefits

EDUCATION

Learn about your current Search engine profile and analyze competitive learnings

OPTIMIZATION

See where you can optimize weak points in your search strategy & shore up strong points

ACTION

Set an actionable plan into motion for a stronger website which, in turn, should strengthen your positions in the search engines

 
 

CASE STUDY

Launching a New Product in a Competitive Market

MARKETER'S CHALLENGE

 

  • What can we do to prepare for the launch of a new product, a few years away from approval, in a highly competitive marketplace and category, where our brand will be the fourth to market?

HOW CAB HELPED

 

  • By starting the planning process early and performing CAB, we built a robust roadmap, filled with landscape trends, competitive insight, targeted audience digital search behaviors, and content analysis.
     

  • We used this to drive our digital strategy and website content plan. In parallel, we took the data and identified the right keywords for a robust search program and best-in-class organic ranking plan.
     

  • Our agencies were all armed with insights and details on what areas we can win with content, and our creative agency used it as a guide when developing the website and subsequent assets.

RESULTS

  • Streamlined collaboration and strategic alignment with all partners.
     

  • Four consecutive months of significant SEO gains upon launch, (and counting).
     

  • Consistent decreases in Bounce Rate and 20 percent month-over-month increases in Time On Site.